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VLMDAC June Meeting PresentationVAIL LOCAL MARKETING DISTRICT VLMDAC BOARD MEETING JUNE 21, 2018 AGENDA / •VAIL VERANO UPDATE, JENNIFER VIDITZ WARD / MYPR •VRD PROGRAMS, JESSIE KLEHFOTH •AIRLINE UPDATE, GABE SHALLEY •DIGITAL & CREATIVE UPDATE, CACTUS •ASSET CAPTURE PLAN, CACTUS •RETAIL PLAN UPDATE, CACTUS •COLORADO TOURISM OFFICE EMAIL UPDATE, MIA VLAAR •GROUP SALES UPDATE, VVP •SOCIAL, EMAIL & WEBSITE UPDATE, VAIL MOUNTAIN MARKETING •REVIEW TOWN OF VAIL JULY 3 PRESENTATION, CACTUS VAIL VERANO, JENNIFER VIDITZ WARD / MYPR INTERNATIONAL TACTICS / DYNAMIC FAMILIES W/TEENS FOCUS •Mexico Sales Mission – April 20-25 •Summer FAM TOURS – •June 22-26 – Monterrey & Queretaro – Viajes le Grand – Wholesalers. – 10 total PAX – Teens and Parents – Influential Families. •Aug 5-9 – Mexico City – 5 HNW Couples •Sept, 13-17 - Focus on Families from Central America - hosting Influential families from Panama and Colombia to help drive Summer Group business promoting Direct COPA Airlines Flight Panama – Nonstop to Denver •Summer Groups / FIT Bookings •Confirmed from July 29-Aug 5th WDI Travel 65 Pax – Panama & MX $60K •Site tour Women’s Weekend – June 20-24 – 1,000 PAX for 2019 •Holam Total Bookings since April 24th Event – $22,614.17 •$8,614.65 Sebastian •$13,999.52 – Solaris •Viajes Le Grand Bookings •July - $11,529 - Solaris •July – Hotel Talisa - $6060.00 •Additional Sales Missions: •Panama & Colombia – May 10-18 •Brazil – June 8-17 IN MARKET EVENTS MEXICO / WARM UP •Oriented to active families •Sports day at CASA BARRAGAN - yoga, 3 spinning classes, 10K race, functional , training & health brunch. •From 9:00 am till 1:00 pm •Never before hosted an active/social event. •180 attendees ages: 16 to 60 years old. •Prizes VAIL VERANO WARM UP / VAIL VERANO WARM UP / IN MARKET EVENTS MEXICO / DANCE FEST •Presented by Vail Verano •Oriented to high end families •Cultural event in resemblance of Vail Dance Festival; all disciplines •From 1:00 PM till 5:00 pm; at Pepsi Center •Non Profit event in benefit of Make a Wish Foundation and earth quake affected areas •2000 attendees ages: 7 to 60 years old. •Top 500 Families in Mexico •Presenting main star: Ron “Prime Tyme” Myles from Vail Dance Festival •Covered by two National TV Stations; 1 radio; 20 top media IN MARKET EVENTS MEXICO/ PRESS EVENT •Hottest place in town: La Teatreria •60 tier 1 media and bloggers •Entertainment – Ron Myles from VDF •Dinner and mixology cocktails •Best stand up comedy guy in mexico. IN MARKET EVENTS MEXICO / IN MARKET EVENTS MEXICO / SOCIAL MEDIA / EXAMPLES ESTILO D.F. NEWSPAPER / PRINTS 160,000 WEEKLY; ROI $6,766 VIP EL UNIVERSAL NEWSPAPER / PRINTS 120,000 DAILY; ROI $3,800 RADIO FÓRMULA / INTERVIEW MAXINE WOODSIDE; ROI $7,941 CLUB REFORMA NEWSPAPER SOCIAL SUPLEMENT / PRINTS 75,000 WEEKLY; ROI $15,705 DIGITAL ARTICLES / QUIEN.COM MEXICO PAID MEDIA/ FOOD & TRAVEL MAGAZINE MAY Vail Digital Campaign 1st Period: May 15-June 10 550,647 impresionas 5,430 clicks 0.99% CTR MEXICO PAID MEDIA/ FOOD & TRAVEL MAGAZINE MAY NEWSLETTER “A Summer like no other..” EXTRAS / GLAMOUR ADDED VALUE •THE “NEW GLAMOUR MAGAZINE” IS THE TOP PUBLICATION IN CONDE NAST MEXICO. IT HAS A TOTAL MONTHLY AUDIENCE OF 7.49 M A READ RECAH OF 960K FOLLOWERS 3.8M AND 2.7 M UNIQUE USERS. MEXICO PAID MEDIA / CARAS MAGAZINE JUNE EXPANSIÓN DIGITAL CAMPAIGN / EXPANSIÓN DIGITAL CAMPAIGN / SPORTS LIFE MAGAZINE/ PRINTS 50,500 MONTHLY; ROI $6,800 DIGITAL ARTICLES / FOOD&TRAVEL.MX VAIL REC DISTRICT, JESSE KLEHFOTH VAIL RECREATION DISTRICT / •The VRD is a special district, separate from the Town of Vail •Operating revenues – 47% from a mill levy on property taxes (approx. 7% of individual property tax bill), 53% from user fees and other sources VAIL RECREATION DISTRICT / •Operate eight facilities and over one hundred programs for youth, adults and seniors in Vail •Vail Golf & Nordic Clubhouse •Vail Golf Club (summer) •Vail Nordic Center (winter) •Grill on the Gore restaurant (summer and winter) •Gore Range Room (community banquet room – weddings, social events) •Wedding Island •Golf Maintenance Facility •Dobson Ice Arena •Vail Tennis Center (summer and year-round administration and sports department offices) •Vail Gymnastics Center •Imagination Station •Golden Peak Pickleball Center •Ford Park & Vail Athletic Fields •Red Sandstone Elementary School (open gym, summer camps, after-school programs) •Vail Nature Center (operated by Walking Mountain Science Center) •VRD mission is to offer diverse and exceptional recreation opportunities that enhance the physical, social and emotional well-being of all its residents and guests. TWEEN/TEEN PROGRAMS / •Summer Day Camps: •Camp Vail (5-12 years old) •M-F, 7:30 a.m. to 5:30 p.m., choose your own adventure style, also licensed by state as a day care •Usually at Red Sandstone, this summer at Golden Peak Children’s Center •$40-$65 per day (discount for early and multi-day registrations) Mon 6/18 Tues 6/19 Wed 6/20 Thurs 6/21 Fri 6/22 Age Group Day Giants 4th grade and older Mountain Day (explore Nature) & pickleball Kids in the Kitchen @ IS - Make Pizza, Pirate Ship Park, Button Making Olympic Sports day Bring your Olympic spirit and skills for a day of different games to enjoy! Skate Park Tour in Summit County Bring your skateboard, stand-up scooter, rollerblades, and a helmet Alice In Wonderland Play in Gypsum Craft: Decorate your own Umbrella Returns @ 4:30 p.m. Wizards 2nd & 3rd grades Swimming @ Avon Rec Bring Swimsuit & Towel Adventure Trip Denver Art Museum Vans Leave @ 9 a.m. Return @ 5 p.m. Afternoon choices Pickleball Dodgeball Ice Skating- *Helmets optional Imagination Station – Paint Pottery-Owl Bank, Ford Park, Martial Arts, Shrinky Dinks @ IS Returns @ 4:30 p.m. Canoe @Piney Lake Vans Leave @8 a.m. 13 kids only (limited space) Elves Kinder & 1st Grades Games, Paper Plate Crafts, Gymnastics, Parks Adventure Trip Heritage Park- Amusement Rides Only Extra $5 per child Vans Leave @ 8:30 a.m. Returns @ 4:30 p.m. Swimming @ Silverthorne Rec Center and Park Bring Swimsuit & Towel Returns @ 4:30pm Eagle-Vail Pool, Craft, Park Bring Swimsuit & Towel Ice Skating, Paper plate jelly fish craft, Ford Park *Helmets optional TWEEN/TEEN PROGRAMS / •Summer Day Camps: •Camp Eco Fun (4-11 years old.) •M&W or Tu&Th, 9 a.m. to 4 p.m., hand-on learning about natural environment, also licensed by state as a day care •Golden Peak Children’s Center & Vail Nature Center •$80-$95 per two-day session (discount for early and multi-day registrations) •Second year of Camp Eco Fun Campouts – three overnight camps Week 5: July 16 -19 Hawks Mon/Wed 16/18 Hummingbirds T/Th 17/19 Colorado History Speaker: Fossil Posse Colorado has been a tropical forest, a shallow ocean, has seen a major volcanic eruption and even today’s mountains have been home to different plants and animals than what lives here now. Use the fossil record to look back in time at the many landscapes Colorado has contained. Please note the alternative schedule this week so all Hawks (age 7-11) can visit Fossil Posse in Wolcott on Wednesday and all Hummingbirds (age 4-6) can see Fossil Posse at the Nature Center on Thursday. Week 6: July 23-26 Night Life Bats, mammals that fly! Learn about the amazing adaptations of fruit eaters, blood eaters, and our local insect-eaters. Learn the difference between nocturnal, diurnal, and crepuscular by taking a look at some other night-loving and evening-loving creatures such as owls, moths, and skunks. Week 7: July 30 -Aug 2 Buggin’ We generally take a positive approach in Camp Eco Fun. This summer, we decided to spend some time looking at a few bugs we love to hate: mosquitoes, wasps, ticks, and others. We’ll practice the art of tolerance, learn about ways to fight them that have proven disastrous and learn some more sensible approaches. We can still respect these little beasts for the jobs they have and for their frustrating strength and endurance. TWEEN/TEEN PROGRAMS / •Summer Day Camps: •Extreme Camp Vail (8-13 years old) •Wednesdays, July 11-Aug. 22 •Golden Peak Children’s Center (drop-off/pick-up) •Pricing varies depending on adventure Date Trip Description July 11 Glenwood Caverns Adventure Park *Ages 8-13 (see height restrictions) *Tram & Thrill Rides in Glenwood Springs July 18 Paddleboarding on the Colorado River *Ages 8-13 *Paddleboard on the Colorado River July 25 Dinosaur Discovery Rafting Trip *Ages 8-13 *Rafting the Colorado River *Touch footsteps, bones and other remnants of the great dinosaurs that once roamed Colorado August 1 Indoor Sky Diving *Ages 8-13 *2 flights, training and video *Wear comfortable clothing and lace-up shoes August 8 Unser Karting- Indoor Go-Karting *Ages 8-13 (see height restrictions) *Must be 4’6’’ tall *Get your Junior License, cone course practice, and 3 races *Wear tennis shoes August 15 Brown’s Canyon Aerial Adventure Park *Ages 8-13 (see weight restrictions) *Must weigh at least 50lbs *You will zip, swing, jump and crawl to navigate from one obstacle to another *Wear tennis shoes, athletic or casual clothing, no loose items or jewelry August 22 Vail’s Adventure Ridge Unlimited Pass *Ages 8-13 (see height restrictions) *Must be at least 54 inches tall *Tubing, Forest Flyer, Climbing Wall, Bungee, Ropes Course *Wear tennis shoes TWEEN/TEEN PROGRAMS / •Summer Day Camps: •PreKamp Vail (2.5-5 years old.) •M-F, 8 a.m. to 5 p.m. •Golden Peak Children’s Center •$40-$70 (discounts for early and multi-day registration) •Mad Scientists (7 to 12 years old) •Fridays •Golden Peak Children’s Center •$50 Week 6 July 16-20 “Transportation” M: Vail Transportation Center Bus Barn Tour T: Vail Police Station Tour W: West Vail Fire Station Tour Th: Vail Post Office Tour F: Moon Day & Rockets @ Ford Park June 29 Electricity and Magnetism Magnets look magical, electricity is mystical... but they can also be used to make toys. Make a magnetic axle-wheel set that moves on an electric rail. Make a magnetic accelerator to shoot a steel marble! TWEEN/TEEN PROGRAMS / •Sports Camps: •Taught by professional athletes and coaches •Usually week-long, some are all day and some are half (usually age dependent) •Highlights include: •Sidney Moncrief’s Shooting Camp (ages 10-16) - Basketball camp taught by former NBA All-Star, All-Pro Sydney Moncrief •Skills Volleyball Camp (ages 12-18) – Taught by Colorado State University coaches and athletes •Tetrabrazil Soccer Camp (ages 7-16) – taught by professional Brazilian coaches •Competitive and Recreational Gymnastics Camps – we have gymnasts and their families from around the country who come to Vail to attend these camps, and coaches of former Olympic athletes and big Div. I colleges •Bob Johnson Hockey School – taught by Mark Johnson, head coach of the 2010 Women’s Olympic Hockey team (silver medalists) and a player on the 1980 Olympic Team known for the Miracle on Ice •Plus camps for golf, tennis, flag football, basketball, baseball and more! TWEEN/TEEN PROGRAMS / •Mountain Bike Races: •Eight-race series including new kids-only race •Wednesdays throughout the summer •Vail to Camp Hale to Eagle •Youth-specific categories and distances •Big increase in youth participation over past two years •Great event for families to participate together •Mid-week events to encourage longer stays •Growing high school sport TWEEN/TEEN PROGRAMS / •Trail Running Races: •Seven-race series •Saturdays throughout the summer •Vail to Camp Hale to Eagle •Youth-specific categories •Great event for families to participate together •Weekend draws overnight visitors •Popular among high school athletes •Lots of social media opportunities – “I survived the #VailHillClimb!” TWEEN/TEEN PROGRAMS / •Whitewater Race Series: •Five-race series, May and June •Tuesday nights •Great family spectating •Early-season message, creates a buzz in village TWEEN/TEEN PROGRAMS / •Tournaments: •Bring in teams and families from around the country •Huge impact to Vail economy •Ford Park fully programmed throughout entire summer, no downtime on fields •King of the Mountain Volleyball, Vail Lacrosse Tournament, Fred Ammer Vail Invitational Soccer Tournament, Vail Lacrosse Shootout, Kick-It! 3v3 Soccer Tournament TWEEN/TEEN PROGRAMS / •Zeke M. Pierce Skatepark: •Open daily, dawn to 11 p.m. •Popular with teenagers •Skateboard clinics from 10 a.m. to noon every Tuesday •Private lessons also available •Unique skatepark built by California Skateparks, world’s premier park builders TWEEN/TEEN PROGRAMS / •Imagination Station: •Open daily •Two areas: front playroom, back for active/creative exploration •New virtual reality stations •Art & science projects •Paint your own pottery •Fun for the whole family TWEEN/TEEN PROGRAMS / •Vail Gymnastics Center: •Open daily •Open gym for teenagers •Competitive and rec camps •Drop-in programs TWEEN/TEEN PROGRAMS / •Dobson Ice Arena: •One of largest ice rinks on Colorado’s Western Slope •Open skate times •Open hockey •Teen camps •Concerts TWEEN/TEEN PROGRAMS / •Vail Tennis Center: •Eight state-of-the-art clay courts •Lessons •Youth camps •Public drop-in play •Weekly programs •Cardio Tennis classes TWEEN/TEEN PROGRAMS / •Golden Peak Pickleball Center: •Daily drop-in play •Clinics •Lessons •Weekly programs •Fun for families to play together TWEEN/TEEN PROGRAMS / •Vail Golf Club: •Youth Camps •Clinics •Lessons •Public Play •Beautiful Views •Family-friendly, affordable restaurant on-site TWEEN/TEEN PROGRAMS / •Kids Adventure Games •Saturday Mud Run; 4:30 p.m. •Kids and families of all ages ACTIVE PROFESSIONALS / •Mountain Bike Races •Trail Running Races •Whitewater Races •Tournaments •Vail Golf Club •Sam Adams Swing Hour (Tuesdays, esp. great before Hot Summer Nights concerts) •$25 (plus two drinks) •Lessons, Ladies and Libations (Thursday nights) •$25 (drinks included) •Lady Golf Camp •Get Golf Ready camps •Weddings •Public play •Dobson Ice Arena •Public skating, stick & puck hockey •Weekend Warriors Adult Hockey Camp ACTIVE PROFESSIONALS / •Vail Tennis Center •Weekly programming - drop-in ladies day, men's doubles, mixed doubles, cardio tennis classes •Private lessons •Public play •Golden Peak Pickleball Center •Daily drop-in, clinics •Vail Gymnastics Center •Open gym time SUPER BOOMERS / •Vail Golf Club •Senior Clinics (Sundays) •Sam Adams Swing Hour (Tuesdays, esp. great before Hot Summer Nights concerts) •$25 (plus two drinks) •Lessons, Ladies and Libations (Thursday nights) •$25 (drinks included) •Lady Golf Camp •Get Golf Ready camps •Public play •Vail Tennis Center •Weekly programming - drop-in ladies day, men's doubles, mixed doubles, cardio tennis classes •Private lessons •Public play •Golden Peak Pickleball Center •Daily drop-in, clinics •Mountain Bike Races •Trail Running Races AIRLINE UPDATE, GABE SHALLEY AIR UPDATE / SUMMER PACING – SEATS AIR UPDATE / SUMMER PACING – LOAD FACTOR AIR UPDATE / HISTORICAL FILL ANALYSIS AIR UPDATE / ORIGIN AND DESTINATION SUMMER 2017 City # Passengers % of Total Dallas/Ft. Worth 6,096 27.1% Houston 1,756 7.8% Chicago 739 3.3% New York/LaGuardia 711 3.2% Newark 610 2.7% Miami 607 2.7% Boston 568 2.5% Austin 508 2.3% Ft. Lauderdale 433 1.9% Charlotte 323 1.4% San Francisco 321 1.4% Mexico City 290 1.3% AIR UPDATE / COMPETITIVE LANDSCAPE DIGITAL & CREATIVE UPDATE, CACTUS DIGITAL MEDIA SUMMARY / DIGITAL VIDEO Digital Video is exceeding 2017 VCR performance by +15% The 8-second videos are performing +20% above average for the teenage demo 11M impressions have been delivered to impact summer travel DIGITAL MEDIA SUMMARY / SOCIAL MEDIA Social Video is exceeding 2017 VCR performance by +10% The Instagram Stories and the Canvas ad improved our overall CTR to a 0.16% RITES OF PASSAGE •Casting and location scouting will be underway from 6/18-6/26 •Casting and locations determined by 7/12 •Pre-production meeting prior to shoot •Shoot to take place from 7/17-18 and 7/24-25 based on how the mountain/weather ASSET CAPTURE / NEXT STEPS & SCHEDULE RETAIL PLAN, CACTUS DIGITAL MEDIA SUMMARY / RETAIL PLAN SOCIAL Retail Plan copy updates to the Canvas ad launched 6/4 { DIGITAL MEDIA SUMMARY / RETAIL PLAN DIGITAL VIDEO Retail Plan copy updates to the Digital Video launched 6/4 DIGITAL MEDIA SUMMARY / RETAIL PLAN PRELIMINARY RESULTS COLORADO TOURISM OFFICE EMAIL, MIA VLAAR •Send Date: July 3 •Qualified Out of state database of 271K •Typical open rates 16-18% (CTO will track and report) •Budget: $7200 (allocated from Destination traditional media) Goals: •Determine effectiveness of a custom eblast to the CTO Destination database •Determine level of engagement beyond the send (ie - Booking) Measurements: •Vail Marketing will track the traffic to any page on vail.com by appending a tracking code to the URL; and will report on how many recipients clicked through to the site, stayed on the site, converted, etc. •Track how many people made it to the vail.com email subscription page from this email blast and ultimately subscribed. CTO CUSTOM EMAIL BLAST OPPORTUNITY / OVERVIEW Message/Creative Overview: high funnel awareness; drive traffic to pages about summer experiences in Vail; with the ability to book and sign up for Vail emails •General differentiating copy of why to come to Vail in the summer (over another CO Destination). A nod to Fall in Vail as well - given the timing of the email •Best Available Rates CTA – season agnostic •Events are another reason to come to Vail •Town and Mountain images across seasons CTO CUSTOM EMAIL BLAST OPPORTUNITY / MESSAGES Subject Line: Summer Change of Scenery in Vail CTO CUSTOM EMAIL BLAST OPPORTUNITY / CREATIVE GROUP SALES UPDATE, VVP 2018 GROUP SALES / Goal: Drive group & meeting business to the Town of Vail 2018 GROUP SALES / COLORADO ECONOMIC OVERVIEW •Number of people coming to Colorado on overnight trips: 37.7 million, 5% from 2015 •18.7 million marketable leisure trips (+9%) •14.8 million trips to visit friends and relatives (+2%) •4.2 million business trips (-6% after 6 year increase) •Spending by Colorado visitors on overnight trips: $14.7 billion, up 5% from 2015 •$8.3 billion marketable leisure trips (+7%) •$4.6 billion trips to visit friends and relatives (+5%) •$1.8 billion business trips (-6%) 2018 GROUP SALES/ COLORADO ECONOMIC OVERVIEW •Spending in five main business sectors affected by overnight travel and tourism increased: •$4.2 billion lodging (+4%) •$3.3 billion local transportation (+5%) •$3.1 billion restaurant food and beverage (+4%) •$2.1 billion recreation/sightseeing/attractions (+7%) •$1.9 billion purchase in retail establishments (+5%) •Day travel to and within Colorado: •44.7 million trips (+7%), 62% Colorado residents •$3.4 billion (+8%), 64% Colorado residents Source: Longwoods International, Colorado Travel Year June 2016-2017 GROUP SALES/ VAIL GROUP BUSINESS OVERVIEW – WINTER 2017-18 GROUP SALES / VAIL GROUP BUSINESS OVERVIEW – SUMMER 2017 2018 GROUP SALES / KPI’S Key Performance Indicators: YTD leads generated: 96 Last year: 76 Groups booked YTD: 31 Last year: 23 Room nights in system: 44,005 Last year: 37,375 Leads in system: 50 Last year: 41 Future Pipeline: -10% Room Nights on-the-books (current year): +45% Room Nights on-the-books (next year): -9% Room Nights on-the-books (all years): +17% 2018 GROUP SALES / COLORADO MARKET STATISTICS & TRENDS 0 50 100 150 200 250 2015 2016 2017 2018 YTD New accounts 2018 GROUP SALES / COLORADO MARKET STATISTICS & TRENDS 0 5 10 15 20 25 30 35 40 45 50 2015 2016 2017 2018 YTD Groups Booked 2018 GROUP SALES / COLORADO MARKET STATISTICS & TRENDS 0 5 10 15 20 25 30 35 2015 2016 2017 2018 YTD Vertical Market Mix Association Corporate Medical SMERF 2018 GROUP SALES / COLORADO MARKET STATISTICS & TRENDS 0 2000 4000 6000 8000 10000 12000 14000 2015 2016 2017 2018 YTD Room nights 2018 GROUP SALES / COLORADO MARKET STATISTICS & TRENDS 0 20 40 60 80 100 120 2015 2016 2017 2018 YTD Leads Generated 2018 GROUP SALES / COLORADO OVERVIEW Trade Shows & FAM Tours Meeting Industry Council 2018 Annual Conference •Over 500 Planners. Due to premium booth placement year after year, and increased marketing efforts with pre-show email blasts and creative booth design/theme, we are able to attract at least 70% of attendees. Destination Colorado •Customer Appreciation Event – September, 2018. This event brings in 50-70 high-end clients to the Valley. Plans are progressing to attach a FAM pre/post Front Range Trade Show •Destination CO, December 2018 On wish-list for 2019 •Create a Vail Destination trade-show, to showcase all the lodging properties at a unique & creative venue in Denver. 2018 GROUP SALES / COLORADO MARKET SUCCESSES Key Successes Colorado lead-generation has increased. Colorado Defense Lawyers Association •400 total room nights – July 2019 Colorado Association of Realtors •450 total room nights – April 2017-2021 Governor’s Conference on Tourism •700 total room nights – October 2018 Inroads made with lodging partner relationships 2018 GROUP SALES / COLORADO MARKET CHALLENGES Key Challenges Arthrex •had a 5 year contract which they completed. Colorado Municipal League & Future Business Leaders of America •both have outgrown the meeting space in the valley. The Denver Convention Center expansion and the Gaylord will attract conferences of this size with much better ease. As residences/hotel rooms increase without proportionate meeting space, this challenge is one that is felt throughout Colorado. As we are in Metro Denver’s ‘backyard’, the majority of planners have established relationships with the lodging partners; which tend to go direct with their RFP’s. 2018 GROUP SALES / COLORADO COMPETITIVE SET Competitive Set Location Bed Base Meeting Space Largest Ballroom Conference Facility Aspen/Snowmass 18,857 Pillows - 4,115 Units 75,000 10,823 Base Center Conference Center Avon/Beaver Creek 2,843 Units 75,000 8,631 N/A Breckenridge 1,500 Units 110,000 7,200 N/A Colorado Springs 14,000 guestrooms 400,000 30,504 " Broadmoor Only 779 Units 185,000 30,504 Beckett Event Center & Broadmoor World Arena Keystone 1,200 Units 60,000 19,800 Keystone Conference Center North Lake Tahoe 20,637 Pillows - 4,100 Units 215,352 4,800 North Tahoe Event Center Park City/Deer Valley 24,250 Pillows 125,000 5,882 N/A Steamboat 19,821 Pillows 38,000 6,300 N/A Telluride 1,715 Units 127,267 6,069 Telluride Conference Center Vail 18,465 Pillows - 3,954 Units 200,000 8,286 N/A SOCIAL, EMAIL & WEBSITE UPDATE, VAIL MOUNTAIN MARKETING EMAIL / SCHEDULE 2018 UPDATED SUMMER EMAIL DATES •April 25-27 •May 7-9 •May 14: Incremental Local & Destination Teen Test Send •June 19: Teen Test •July 10: Super Boomers + Summer Preference Test •July 25: Local + Summer Preference UPDATED EMAIL TESTING SCHEDULE May June July April Super Boomers Test Family w/ Teen Test Schedule TBD August/September Local Front Range Family w/ Teen Test Winter Loyalist Test Super Boomers Test Summer Preference Winter Loyalist Test EMAIL / RESULTS RESULTS YOY Findings: •May 14, 2018 email resulted in 1.76% CTR compared to 1.62% in the May 2017 email indicating a more engaged and qualified audience. •Unsubscribe Rate decreased by 75% YOY SEND DATE Send Goal CTR Open Rate Unsubscribe May 7 Super Boomers Test - 5.06% - .58% - .21% May 14 Teen Test + .14% - 3.73% - .22% EMAIL / MAY CREATIVE 5.7 Super Boomers EMAIL / MAY CREATIVE 5.14 Teen Parents EMAIL / MAY CREATIVE 5.14 Teens VAIL.COM / SUMMER MIGRATION SOCIAL / 5/1 – 6/12 CONTENT HIGHLIGHTS •East Va il Waterfall (Produced by Deadline) •Village Activity Point of View (Produced by Deadline) •Vail Weddings Highlight Impressions: 134K Engagement: 4.2K Impressions: 100K Engagement: 3K Impressions: 153K Engagement: 5.3k SOCIAL/ 5/1 – 6/12 EVENT CONTENT HIGHLIGHTS •Vail Whitewater Race Series •Gerald Ford Amphitheater Lineup Highlight •GoPro Mountain Games •Vail Craft Beer Classic (Produced by Deadline) •Colorado Classic Impressions: 119K Engagement: 3.8K Impressions: 65K Engagement: 1.2K Impressions: 25K Engagement: 400 Impressions: 107K Engagement: 3K Impressions: 89K Engagement: 2.5K SOCIAL / 5/1-6/12 FAMILY/TEEN CONTENT HIGHLIGHTS •Epic Discovery Launch •Interview with Alayna Szuch •GPMG Young Competitor Highlight Impressions: 8K Engagement: 150 Impressions: 85K Engagement: 2.3K Impressions: 90K Engagement: 2.2K SOCIAL VIDEO / PLAN In partnership with Deadline MotionWorks Goal: Partner in concepting, producing and sharing short form, documentation style video content showcasing the breadth of summer activities and events in Vail . COMPLETED •Village Activity Point of View •Milky Way Timelapse •East Va il Waterfall •Craft Beer Classic Event Promotion UPCOMING •Mountain Bike Season Preview •Epic Discovery Point of View •Jazz Festival Event Promotion and Teen Spotlight •New Sunrise, Sunset, Overnight Timelapse VAIL LOCAL MARKETING DISTRICT MEETING PRESENTATION JULY 3, 2018 AGENDA / •2018 Summer Strategy •New Creative •Budget Shifts 2018 SUMMER STRATEGY The essence of strategy is choosing what not to do. •Brand: Strengthen Vail’s position by constantly elevating our brand and expanding our strategies and tactics to be more ambitious and aspirational •Storytelling: Develop consumer-centric storytelling approach with amplified clarity to tell inspirational stories that support the consumer ecosystem •Data: Leverage summer data and research to increase engagement and consideration •Personas: Focus on core personas that are most interested in a mountain destination vacation 2018 VLMD STRATEGIES / OBJECTIVES / •Increase occupancy especially for shoulder, events and mid week •Increase length of stay •Increase average daily spend (ADS) Increase community- wide tourism revenue Primary: Destination Families w/ Older Kids Tertiary: Front Range BEST PROSPECTS / Secondary: Destination + FR Super Boomers DESTINATION DYNAMIC FAMILIES WITH KIDS 13-17 / •Tend to stay longer, bring more people and in turn spend more for lodging and activities. •84% stay 3+ nights •Most likely to have 8+ people •Experience is catered towards older children and there is a strong affinity for Vail amongst this audience •Reported a higher NPS •Most likely to return of all audiences •Children aged 13-17 are also a targetable audience •Competitors are not marketing to this audience •7.5M U.S. target audience RRC, 2017 DESTINATION AND FRONT RANGE SUPER BOOMERS / •Most likely destination travelers that stay longer. •81% were overnight visitors from out of state •Slightly ahead of families in terms of length of stay •Travel during off peak times to take advantage of value and less crowds •Baby boomers prefer to travel during spring or summer, with fall only slightly less •Retirees have the luxury of traveling when they can find a good rate •Top digital media performer for Fall and mid week in 2017 RRC, 2017; AARP 2017 FRONT RANGE EVENTS (ALL PERSONAS) / •70% of summer visitation is from the Front Range •Event marketing provides a reason to drive urgency •General awareness keeps Vail top of mind RRC, 2017 MEDIA CADENCE / June Oct July Aug Sept May April Dest Families w/ Teens Dest. + FR Super Boomers Front Range 4/16 – 7/22 4/16 – 6/4 8/6 – 9/16 5/28 – 9/16 MEDIA / TOTAL MEDIA ALLOCATIONS BY TARGET PAID MEDIA ECOSYSTEM / Mobile Artificial Intelligence Social Media Influencer TV Streaming Radio Digital Video CREATIVE SITUATION / Creative needs to deliver universally emotive/human stories that draw consumers in. •Act like the industry leader •Position Vail as the ideal canvas for these stories to take place •Cast characters (not props) and thoughtful details to communicate authentic stories Creative needs to also be highly effective. •Differentiation from competitive set •Relevant to target audience(s) •Inspire/encourage travel LIKE NOTHING ON EARTH / CREATIVE PLATFORM A feeling. The collected input from all of your senses, that set off chain reactions of chemicals that trigger emotions. Vail is a sensory experience. From the feel of the cool mountain air, to the warmth of the sun, to the scent of the pines, to the sound of the streams, to the breathtaking views. When all of these work in concert, the experience of Vail is a mainline to emotion, and the emotions you feel here will forever be with you. Feeling. Like Nothing On Earth. BRAND VIDEOS EVENT VIDEO / :15 CULTURE EVENT VIDEO / :15 CULINARY SOCIAL SOCIAL VIDEOS / :08 PARENT SOCIAL VIDEOS / :08 TEEN PRINT PRINT ADS / OUTDOOR + CROSS-SEASONAL PRINT ADS / TOWN INFLUENCER ACTIVE PROFESSIONALS @instaramholgado @the_essentialist_ @christinexploring @acouplesworldtour @vacationwolf 2018 INFLUENCERS / @mikobowen @onlygirl4boyz FAMILIES BUDGET – TBD IF NEEDED QUESTIONS? THANK YOU!! Upcoming Meetings: Town Council VLMDAC Presentation, July 3, Time TBD, Council Chambers VLMDAC Meeting, July 19, 8:30 – 10:00am, Grand View Room VLMDAC Meeting, August 23, 2 – 4pm*, Grand View Room (*note different meeting date and time due to Colorado Classic)